Chester Racecourse


England's most historic racecourse required a digital make-over to reflect its modern appeal.

As the oldest operating horseracing venue in England, Chester Racecourse could be forgiven for living in the past. But with exceptional facilities and one of the most exciting calendars of fixtures the sport has to offer, it was keen to embrace a modern digital future. We created a clean, stylish website that combines rich heritage with great content to enhance the race-going experience.



To promote its great days out, Chester Racecourse required a brand new site.

The old website was no longer fulfilling the needs of the Chester Race Company nor its users. The current CMS was inflexible, making it challenging and time-consuming for the racecourse's team to manage content; while the lack of a mobile-friendly experience made it difficult for users to find what they were looking for on the move. The designs needing refreshing too so that the website better reflected the range of fun days out on offer.

Core objectives for the new site included raising awareness of Chester Racecourse's full offering, increasing engagement with its audiences and commercialising that engagement through ticket bookings and other revenue generation.

Kate Dohren,

“We invested time in understanding the racecourse's audience and what they needed from the new site. This included creating personas that represented the full spectrum of Chester Racecourse visitors.”

Kate Dohren, Account manager


We restructured the site to offer simplified user journeys.

Popular areas of the website were brought to the forefront with prominent calls to action. So whether a user is looking to identify upcoming fixtures for racing or polo, discover more about its wedding, events and conferences offering or book at one of the racecourse's restaurants, they can do so direct from the homepage. 

The carousel features quick links to upcoming fixtures and events, while the 'Book Tickets' link remains visible throughout their a user's visit. In addition, the homepage features direct links to specific fixtures, so users can visit the most relevant page to them within a single click.

"Chester Racecourse is more than one of horseracing’s most historic and prestigious venues; it is home to some of the most exciting fixtures in the sport’s calendar. It called for a modernised digital offering featuring strong imagery and a streamlined user experience. As a result, the new site encapsulates the appeal of the racecourse, whilst offering a platform with which to drive its commercial ambitions."
Hayden Evans Creative Director

We built an intuitive Drupal CMS that would be easy for the team to manage.

However, unlike standard Drupal developments that adhere to a rigid structure, we implemented bespoke elements to meet the exact requirements of the racecourse. Central to the functionality was an integration with Advanced Ticketing to facilitate online bookings and provide users the latest information regarding availability levels. 

In addition, working with Chester Racecourse's betting partner, we created its first ever raceday mobile app, which gave users live race cards for every fixture, race results and a chance to compare bets with friends.


Sessions increase by 40%

Year-on-year, sessions have increased by 40% while users are up 37%.

Transactions rise by 109%

With a 49% conversion rate increase, transactions more than doubled year-on-year.

Revenue grew by 121%

As well as a year-on-year revenue increase, average order value rose by 5.29%.